SaaS Reactivation Email Examples You Can Copy

Reactivation emails help SaaS marketers re-engage users who have gone quiet. Whether someone stopped using your product, abandoned a trial, or never finished onboarding, a thoughtful win-back email can bring them back, recover lost revenue or close an opportunity.

They’re low-cost, high-impact, and one of the easiest ways to boost retention without a huge amount of product investment.

In this article, we break down real reactivation emails from top-tier SaaS companies - Clay, RB2B, Semrush, Grammarly, Pendo and Intercom. We signed up for all of these products and received the emails over multiple weeks so that you can see their entire retention email sequences through our interactive product demos.

Hopefully, the sequences can help as inspiration for your own campaigns.

What Makes a Great Reactivation Email?

The best reactivation emails have a few things in common:

• A clear trigger - Expired trial, no recent activity, or incomplete setup.
• A helpful tone - Friendly and supportive, not pushy.
• One job - Each email should have one clear CTA i.e. login again, extend trial, contact support, etc.
• Optional incentive - Bonus credits, a discount, or a free 1:1 call can make it easier to say yes.
• Timing Sent soon after inactivity, while there’s still some interest.

Why Reactivation Emails Work

• Reignite interest - Remind users what your product can do and what they’re missing.
• Improve Conversion - Re-engage users after a free trial ends before they disappear for good.
• Drive upgrades - Turn a quiet free user into a paying customer.
• Feel personal - A direct email can feel like someone’s looking out for you, not marketing at you.

With that in mind, let’s check out these reactivation email sequences:

Real SaaS Reactivation Email Examples

1. Clay – Trial Expired + Bonus Credits

Subject: Reaching out from Clay
Tone: Friendly, no-pressure
Trigger: Trial expired

Clay is a modern prospecting tool that helps sales and growth teams build smarter lead workflows using live data and AI. It enriches contact data from dozens of sources, automates outreach, and allows users to create complex workflows with a spreadsheet-like interface.

You can view a demo of Clay’s reactivation email below:

When a user’s trial ends, Clay doesn’t just simply cut access. Instead, they automatically move users to a free account and throw in 100 bonus credits to keep exploring:

“Don't worry! We moved you to a free account with a bonus 100 credits to explore any enrichments or AI prompts.”

They casually mention that paid plans start at $149/month but don’t push hard on the upgrade. The focus is on continued exploration, not urgency. The email ends with easy ways to get help - either via Slack or by replying directly.

Why it works:

• Gives a soft landing after trial expiry
• Includes a small gift (bonus credits) to encourage re-engagement
• Offers multiple support options without pressure to upgrade
• Keeps the tone helpful, with a casually formatted email
• Focused on value over urgency

2. RB2B – “We Miss You” + Big Product Update

Subject: we miss you at RB2B
Tone: Personal, confident
Trigger: Inactive user

RB2B is a B2B marketing tool that helps companies de-anonymize website traffic by identifying which companies and even which people are visiting your site. It turns anonymous sessions into qualified pipeline insights.

You can view a demo of RB2B’s reactivation email below:

This reactivation email comes directly from the founder and reads like a casual check-in. The lowercase subject line (“we miss you at RB2B”) feels approachable and human, which helps it stand out in the inbox and encourages opens.

The message starts with a milestone:

“RB2B just crossed $5M ARR with a five‑person team. Just 13 months post‑launch. We couldn’t have done this without you!”

Then it introduces a major product improvement: a new Demandbase partnership that increases person-level ID coverage from 35% to 65%.

“RB2B + Demandbase = Person-level IDs now up to 65%”

A 15% discount code (valid for 48 hours) adds urgency, and the email closes with the next steps in the project roadmap and a casual, founder-style sign-off:

“See you in the dashboard,
—Adam”

Why it works:

• The lowercase subject line feels more personal and increases open rates
• Leads with a success story to build trust and credibility
• Shares a major product improvement in clear terms
• Uses a time-sensitive offer to nudge action
• Keeps the tone confident but human

3. Semrush – Last Chance + Personal 1:1 Call

Subject: Don’t miss out your personalized 1:1 session – let’s chat
Tone: Consultative
Trigger: Inactive trial user

Semrush is an all-in-one SEO and digital marketing platform used by marketers to grow online visibility through tools for keyword research, content planning, competitor analysis, backlink tracking, and more.

An interactive demo of the email is available below:

This reactivation email targets users who haven’t engaged since starting a trial. The subject line feels warm and personal, using conversational phrasing like “let’s chat” to soften the offer and make it feel like a genuine invitation, not a sales pitch.

The core of the email is a free 1:1 session with a Customer Success Manager. There’s no hard sell, just a clear promise that the call will be helpful and tailored:

“In just one quick call, we can show you how to:
✔ Use the right tools for your strategy
✔ Plan long term with confidence
✔ Take advantage of 17% in savings on annual plans”

The 17% discount is mentioned, but it’s positioned as a bonus, not the headline.

Why it works:

• The subject line feels approachable and human, encouraging opens
• Offers real value through a personalized session, not just generic tips
• Low-friction CTA users only need to book a time
• Frames the conversation as user-focused, not sales-focused
• Mentions a discount, but doesn’t rely on it as the main driver

4. Grammarly – Zero Activity Nudges

Subject: Uh-oh—you might be logged out
Tone: Light and data-driven
Trigger: No writing activity for a week

Grammarly is a writing assistant that helps users improve grammar, clarity, tone, and style across emails, documents, and messaging apps. It offers both free and premium tiers, with advanced features like full-sentence rewrites and tone detection in the paid plan.

The reactivation email demo is available below:

This reactivation email is triggered by a lack of writing activity over the past week. The subject line leads with a casual “uh-oh,” which makes it feel like a gentle tap on the shoulder, not a cold marketing message. It hints at a problem (you might be logged out), encouraging re-engagement.

Inside, Grammarly shares personalized activity data, zero words analyzed, zero alerts, zero unique words and nudges the user to log back in:

“If this wasn’t a planned break, try signing back into your Grammarly account to continue earning new achievement badges.”

The email also includes a reminder about the benefits of upgrading to Grammarly Pro, along with educational content links and activation options for other Grammarly tools (browser extension, desktop app, mobile keyboard).

Why it works:

• The lighthearted subject line grabs attention without pressure
• Uses behavioral data to highlight inactivity in a personal way
• Frames the absence as a break, not a failure
• Offers multiple ways to re-engage (sign in, upgrade, install tools)
• Reinforces value by showing exactly what the user is missing

5. Pendo – Installation Blocked? Need Help?

Subject: Still need help with your Pendo installation?
Tone: Supportive and low-pressure
Trigger: User hasn’t finished setup

Pendo is a product experience platform that helps SaaS companies onboard users, gather feedback, and drive feature adoption. It’s especially popular with product managers and teams looking to deliver guides and track product usage, without relying on engineering.

The reactivation email is available below:

This reactivation email is targeted at users who created a Pendo account but didn’t complete the installation. The subject line is clear and empathetic, making it obvious that the email is here to help, not sell. It sounds like a message from a teammate rather than a tool.

The body of the email offers multiple support options:

• Links to the Pendo Neighborhood and Help Center
• “Best practices” for getting started
• A direct CTA to contact support if the user is stuck

It also includes a quick feedback survey for users who might not be ready to install but are willing to share why:

“Still couldn’t find what you need? Send us a note and let us know where you’re getting tripped up.”

Why it works:

• The subject line is straightforward and focused on solving a common pain
• Assumes the drop-off is due to friction, not lack of interest
• Provides multiple low-effort paths to get help
• Offers a graceful exit with a feedback option, keeping the door open
• Keeps the tone friendly and practical, not pushy

6. Intercom – Trial Expired? Here’s a 3-Email Win-Back Sequence

Intercom is a customer service platform that combines a help desk, live chat, proactive support, and AI automation in a single product. Their core pitch is “AI-first customer service,” helping teams reduce volume, boost CSAT, and improve productivity with less overhead.

An interactive demo of the email sequence is available below:

Subject Lines:

1. {{First Name}}, your Intercom trial expired, but the possibilities haven’t—extend your trial
2. {{First Name}}, up-level your customer service—extend your Intercom trial
3. {{First Name}}, unlock great customer service—buy Intercom now or extend your trial

Tone: Supportive, structured, and consistent
Trigger: Trial expired

After a trial ends, Intercom runs a structured 3-email reactivation sequence. The subject lines feel personal and tailored, using the recipient’s name and straightforward value-focused headlines to encourage opens.

Email 1: “Let’s pick up where you left off”

The first email leads with empathy and a low-friction offer:

“We get it – sometimes trying new tools can fall down the priority list.”

Intercom offers to extend the trial by simply replying with “Extend my trial”. The email also previews what’s available during the extension:

• Unlimited Fin AI Agent usage
• Multi-channel support
• Proactive messaging
• A success story from Webex Events

It closes with a pricing table and links to each plan tier (Essential, Advanced, Expert) well below the fold, but the real focus is the ease of continuing.

Email 2: “Still deciding? Let us help”

The second email checks in again, framed as another chance to act:

“Did you run out of time? Just reply with 'Extend my trial'…”

It repeats the offer and adds a customer example from Culture Amp, highlighting a 95% CSAT score using Intercom. The pricing section remains, reinforcing flexibility without changing the tone.

Email 3: “Time’s up – here’s what you’re missing”

The final email increases urgency and FOMO:

“Here’s what you’re missing out on without Intercom…”

It recaps Fin AI Agent, Help Desk, automation, and proactive support. It reuses the pricing table and adds a final testimonial from Qonto, who saw 95% CSAT and saved 1,000+ hours per quarter after switching to Intercom.

The CTA remains the same, reply to extend the trial or subscribe directly.

Why it works:

• Subject lines are conversational and clear, boosting open rates
• Sequence ramps gently: value → reminder → urgency
• Trial extension just requires a reply
• Real customer proof reinforces trust and ROI
• Structure stays consistent across emails, making each one easy to scan and act on

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Implementing Reactivation Emails

Ready to send your own win-back emails? Here’s how to set up basic reactivation campaigns using tools like HubSpot, Mailchimp, or similar platforms.

1. Choose a trigger event

Decide when a user should receive a reactivation email. Common triggers could include:

• Trial expired (no upgrade within X days)
• No login or usage for 7–30 days
• Didn’t complete setup or onboarding
• Downgraded or canceled plan

2. Segment your list

Create a list or audience segment based on your trigger. For example:

• In HubSpot: Use a list filter like “Last login date is more than 14 days ago” or “Trial end date is in the past 7 days.”
• In Mailchimp: Use Tags or Segments based on behavior (e.g. tag users at signup, then filter by last activity date using custom fields or integrations).

3. Write the email (or sequence)

Start simple with a single message. If your tool supports it, build a sequence like Intercom’s with delays and branching logic.

Tips:

• Use a clear subject line (ideally personalized)
• Keep copy short and friendly
• Include a single, obvious CTA
• Optional: add a small incentive, support offer, or update highlight

4. Automate it

Set up the email as part of an automated workflow or customer journey:

• In HubSpot: Use Workflows to send the email when a contact meets your criteria. Add delays and branches to send follow-ups if they don’t re-engage.
• In Mailchimp: Use Customer Journeys to build out multi-step flows based on tags, time since last activity, or other custom events.

5. Measure and adjust

Track key metrics:

• Open and click-through rates
• Re-activation (logins, upgrades, conversions)
• Unsubscribes

Tweak timing, subject lines, or content based on results.

✅ Pro tip: Don’t wait too long. The sooner after drop-off you reach out, the better your chances of getting them back.

Final Thoughts

Reactivation emails are one of the simplest and most effective ways to reduce churn and boost retention. They don’t require redesigning your product or launching new features.

As the examples above show, great reactivation emails don’t just say “come back.” They remind users why the product matters and make it easy to return.

They can be:

• Helpful like Pendo, offering support when setup stalls
• Incentivised like RB2B, with a discount and a compelling update
• Data-driven like Grammarly, using behavior to nudge action
• Personal and consultative like Semrush’s 1:1 call offer
• A sequence like Intercom, using timed follow-ups to build momentum

The common thread in all of these sequences is clarity, relevance, and respect for the user’s time.

If you’re not sending reactivation emails yet, start with a single message triggered by inactivity or a trial expiry. Make the next step clear. Offer help, value, or incentive - not pressure.